OneStopPlus.com / Redcats USA Case Study
Redcats USA is the holding company for OneStopPlus.com, the world’s first and largest plus size web mall. Although 62% of American women are size 12 or bigger, OneStopPlus.com faced the challenge of creating brand recognition with a wider audience and to present the products in more contemporary light to fashion and consumer media.
The core objective was to position OneStopPlus.com as the leader and innovator in the plus-size fashion industry. OSP’s goal was to speak directly to a new customer without alienating their core consumer and to challenge the mainstream fashion industry on its opinions of full figured women.
5W Public Relations positioned OneStopPlus.com as “the” leader in the plus-size fashion industry and for the first-time ever during Fashion Week 2010, created a plus-size runway show to coincide with New York’s Fashion Week. 5WPR secured famed curvy models like Lizzie Miller and Toccara Jones to walk the runway, and celebrities/fashion industry leaders such as Nikki Blonsky, Gabourey Sidibe, Kaycee Stroh, Caroline Manzo from "Real Housewives of New Jersey" to walk the red carpet and sit front row at the show.
As PR agency of record, 5WPR created the ultimate impact in the Fashion Industry securing top coverage in over 7.5 billion media outlets such as CBS Evening News, ABC News, BBC America, The Wall Street Journal, Vogue and The New York Daily News further positioning OneStopPlus.com as the leaders of this plus-size movement.
“Thank you all, so much, for your incredible energy, tenacity, and professionalism in pulling this all together! Because of your efforts, millions of women will be feeling empowered as never before.”
- Stephanie Sobel, President, OneStopPlus.com
The core objective was to position OneStopPlus.com as the leader and innovator in the plus-size fashion industry. OSP’s goal was to speak directly to a new customer without alienating their core consumer and to challenge the mainstream fashion industry on its opinions of full figured women.
5W Public Relations positioned OneStopPlus.com as “the” leader in the plus-size fashion industry and for the first-time ever during Fashion Week 2010, created a plus-size runway show to coincide with New York’s Fashion Week. 5WPR secured famed curvy models like Lizzie Miller and Toccara Jones to walk the runway, and celebrities/fashion industry leaders such as Nikki Blonsky, Gabourey Sidibe, Kaycee Stroh, Caroline Manzo from "Real Housewives of New Jersey" to walk the red carpet and sit front row at the show.
As PR agency of record, 5WPR created the ultimate impact in the Fashion Industry securing top coverage in over 7.5 billion media outlets such as CBS Evening News, ABC News, BBC America, The Wall Street Journal, Vogue and The New York Daily News further positioning OneStopPlus.com as the leaders of this plus-size movement.
“Thank you all, so much, for your incredible energy, tenacity, and professionalism in pulling this all together! Because of your efforts, millions of women will be feeling empowered as never before.”
- Stephanie Sobel, President, OneStopPlus.com
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